Pay-per-click campaigns are a trial and error process. I appreciate that’s not you want to hear, it’s just how it is.
What works for your competitors may not work for you, but with thorough A/B testing you will figure out which type of ads and landing pages work in a shorter space of time.
Although there is no particular protocol for success, there are methods that are always doomed to fail. This article will give you a head start in your PPC campaign – by avoiding these mistakes.
Don’t overdo the testing
Whilst you do need to run tests to monitor the performance of your Adwords campaign, performing too many can confuse the data and is a waste of time and resources.
First of all, you don’t have to test every little experiment you do. Decide on what your goals of the PPC campaign are and use these as priority for testing. For example, keywords v cost enables you to determine what keywords are most effective for the best price.
Don’t give up on ads too quickly
An effective method of testing how well the headlines of your ads perform. To do this run split tests and pitch one ad against another. This enables you to identify winning ads and losing ads.
However, don’t be too quick to discard ads from the loser’s list. Just because an ad doesn’t perform well against its split test rival, doesn’t mean the same ad will not be stronger than another relevant ad that was the winner of its test.
Optimise landing pages with bells and whistles
Once your headlines are attracting clicks, your next challenge is to turn clicks into conversions. You can do this by testing the conversion rate optimisation (CRO) of your landing pages.
It is surprising how many landing pages are not design to convert browsers to buyers. Google is also taking steps to stamp out doorway pages, so it is imperative your landing page relates specifically to your PPC ad.
One of the biggest mistakes marketers make with landing pages is they try to entice customers with flash elements and benefit statements that do not sound genuine.
Online consumers do not want a sales pitch. They want information they can trust. Do not overhype your landing page. Tell readers what they need to know and what they can genuinely expect.
Don’t give customers more than one option
Your landing page should have a call to action – one call to action and no more. Be specific about what you want the customer to do next; call this number, visit our products page, download this pdf, etc…
If you give customers too many options, you make them think. Consumers do not want to have to think, they need to be told. When they are made to think, they put off performing an action and “do it later.” Then it never gets done.
If you are contemplating Adwords, or are already in the throes of a PPC campaign and struggling to make it work, step back and take a different approach by following the advice above. Let us know how you get on!